In this post, I will explain my method. This includes my approach to Facebook ads.
Please keep reading to find out why I deliberately spend money on Facebook ads that have no ROI.
Good copy can be made worse by a bad intention
What’s your method for my madness, then?
We need to flip conventions on their heads from time to time. Shake it up a bit, and watch what happens. We need to shake it up now and then.
Here’s how to get right to the heart of what works and why.
We can’t just have an opinion about what good copy is. We must validate what we believe to be good copy.
We need to be willing to try new things, even if they seem like a bad idea.
It’s a well-known saying that “marketers cannot have nice things.” This is a very relevant statement.
Many people jump on the bandwagon and try to replicate what others have done so many times that it no longer works.
It happens more than you think. I’ve seen it over the past 12 years that I have been doing marketing. The passage of time is a great teacher. It’s also a good teacher to manage a marketing agency.
It’s possible that audiences could become completely numb if they are repeatedly bombarded with the same copywriting clichés. This can lead to ad-blindness if it is repeated enough.
If we wait for long enough, that has stopped working and can begin working again.
According to reports, flared pants and mullets have become trendy again.
It is important to experiment and keep an open mind to new possibilities.
The convention is a crutch.
Conventions and best practices. It would be best if you always used them as a starting point.
All aspects of marketing are affected by this. Copywriting and landing page design in particular.
What is the reality? They are treated more as a final destination than a beginning point.
This landing page from SalesForce is a good example.
Conventional wisdom tells us that this landing page should not work.
This is true for the majority of target audiences, industries, and demographics.
You must use the best practices to guide your first copy and design. Test to see what works for your business.
Start with a hypothesis and then create different page variations. Change the layout, copy, and design.
You’ll get the best results if you start big. You can then test finer page elements, such as the button copy.
Some variations may seem as absurd as Boris Johnson’s hair blowing in the wind. There will be test variations where you’ll think they can’t fail, but they do. Catastrophically.
Evaluation of copy requires hard data but no opinions.
Finding the right balance between headlines, ad copy, and content
Have you ever regretted clicking on headlines that are clickbait?
What about the overhyped ads on Facebook that only lead to disappointments?
Clickbait and ridiculous promises may work wonders in the short term, but they are usually a source of disappointment.
This video is just like all the Looper videos I’ve seen.
This approach has the problem that people will eventually stop engaging with such content.
Some people think that it is right because they see the big brands do it.
It is a shortsighted approach to driving traffic that undermines trust.
Your headlines and ad copy are promises. Your content is responsible for delivering on these promises.
It’s for this reason that I avoid selling my content too much. It’s important not to undersell your content, either.
If I am publishing a 5,000-word monster article, for example, I will make more bold promises than if it were a 1,500-word article.
(And, while we’re at it, don’t use the term “ultimate guide” to describe a 700-word article that barely scratches the surface).
The challenge in evaluating copy (advertisements or otherwise).
There’s a good reason why I avoid evaluating the copy of others.
You can easily misinterpret an objective if you don’t know. It’s not just about making an educated guess. It is not sufficient to make an assumption based on your experience.
Only by evaluating how well a copy achieves its objective can you truly measure the effectiveness of a document, whether it’s an ad or popover.
The goal of the most is conversion. Encourage users to perform a certain action.
In the same vein as how I often write “bad Facebook Ads,” I also write a lot of other copy that some people would consider bad.
Every year, Blogging Wizard attracts millions of visitors. I have a target audience of new and intermediate bloggers, but many of our visitors do not fall into that category.
When I write copy to be used in Facebook ads, lead-magnets, or other parts of my site, I use non-selective.
I will, therefore, encourage some people to join while discouraging other people.
Although my conversion rate is lower, I am building a highly targeted email list.
The ultimate goal of my content is to reach the right people. Not just to reach more people.